SPOTLIGHT ON: EILIDH MACRAE, FOUNDER, EILIDH MACRAE MEDIA

Name: Eilidh MacRae
Company: Eilidh MacRae Media
Job title: Founder and Director

Twitter: @eilidhmacrae1
LinkedIn: Eilidh MacRae
Website: www.emmedia.uk

Did you go to university?
I studied at Middlesex University in North London, I graduated in 2011 with a 2.1 in Creative and Media Writing with Journalism.

What was your first job in PR?
My first job in digital marketing was for an agency in Bristol, I was hired as a copy writer and was mostly working on digital campaigns, writing blog posts and publishing guest posts, and also managing the clients social media platforms

Keen to stay in Bristol, I decided to go freelance.

How did you get from there to your current role?
I enjoyed this role and I learnt a lot, but I wanted to work with brands that I felt passionate about. The agency I worked for had a wide variety of clients, and while I enjoyed the work and getting to know the people behind the companies, the role wasn’t going to work long term for me as there was little opportunity for progression. I knew I wanted to work for lifestyle brands, so I started searching but quickly realised if I wanted to work in marketing and PR in the specific areas I was interested in, this would probably require a move to London. Keen to stay in Bristol, I decided to go freelance. Three years later I run my own company, with a small in-house team. We provide content marketing services for lifestyle brands and bloggers, with a focus on fashion and beauty brands and bloggers.

What do you do on a day-to- day basis?
My day-to- day time is taken up with a variety of tasks that are essential to running my company and ensuring we grow. When I first went freelance I was lucky enough to be made editor of a magazine called Vitality, so I still work on this myself. Otherwise I’m managing client relationships, working to promote our own brand and increase brand awareness, and doing hands on client work myself, such as running social and SEO campaigns, writing blog posts and writing and distributing press releases.

What do you like most about working in PR?
I like the social aspect of it, I get to work with loads of brilliant brand owners and bloggers who are all equally as passionate about what they do as I am. I also like seeing the results we achieve for our clients, and helping them be creative with their campaigns and the content that they produce.

What’s the hardest thing about working in PR?
I honestly love what I do, and there has never been a day where I’ve questioned why I got into this in the first place. It’s difficult to pin point something that’s ‘hard’ about my work, I guess I would say sometimes it’s difficult managing increasing demand and knowing that I need to switch off from work in the evenings and on weekends. In a digital marketing role, you’re constantly connected to your work with social media etc, so it can be difficult to push work related things aside come the evenings sometimes.

had I not had those around me agreeing that I could make things work becoming self-employed, I may have questioned myself far more

What’s the best career advice you’ve ever been given? 
My parents were really supportive of my going freelance and have always encouraged me to just go for it with my business, rather than being cautious and questioning what I was doing. I think had I not had those around me agreeing that I could make things work becoming self-employed, I may have questioned myself far more, so I suppose the best career advice I have ever been given was to ‘go for it’, from my family and friends.

Which PR blogs, news sites and websites do you read?
My favourite sites to help keep me up to date are: Social Media Today, MozFashionista and Digital Marketer. I also love the Debrief for some content inspo. Recent books I have read which I can’t recommend enough include: Get Shit Done by Niall Harbison, Contagious by Jonah Berger, Growth Hacker Marketing by Ryan Holiday, and The New Rules of Marketing & PR by David Meerman Scott.

I quickly realised that to be able to do well in the PR and Marketing sector I needed to be passionate about who I was working for.

What are your tips for aspiring PRs?
Find your niche. When I first started out I learnt so much, but I quickly realised that to be able to do well in the PR and Marketing sector I needed to be passionate about who I was working for. If you love gardening, go and work for an agency that focuses solely on gardening, or work in-house for an online florists, if food is your thing, work on campaigns in this area, I could go on, but you get the idea, and if you’re interested in working in lifestyle PR and Marketing, get in touch, I’m always happy to answer any questions: eilidh@emmedia.uk

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